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I killed my email list for 60 days and my sales went up, here is what I do now instead
I used to live in my email tool. Three sends a week, subject line spreadsheets, segments for people who opened twice but never clicked. I had 4,800 subscribers and about 900 of them ever did anything. Two years ago I read that the average office worker gets over 100 emails a day and I just felt tired. So in March I stopped. Cold. No newsletter, no promos, nothing for 60 days. Sales dropped for about three weeks, then they came back and beat the old numbers by about 12 percent. The reason is dumb when I say it out loud: my customers were already talking to each other in my Facebook group and in my DMs, and my emails were just noise on top of that. Now I put all that energy into two things, a private group where I answer questions myself and a simple text reminder list people actually opt into. My open rate on texts is around 90 percent versus 22 percent on email. Has anyone else cut a channel and been shocked that nothing broke? I keep waiting for the other shoe to drop.
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claire87213d ago
Your 12 percent bump is real but the 900 out of 4,800 number is doing more work than you think. That means about 81 percent of your list was dead weight, so of course cutting sends to them didn't hurt you, you were basically mailing a brick wall. The part that gives me pause is the text list, because 90 percent open rate sounds great until you remember people read texts the second they land and a promo text hits different than a newsletter they can ignore. Email and text aren't the same job either, one is for people browsing, the other interrupts dinner. So it's less that you cut a channel and more that you cut the wrong half of it.
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